I have never been aware that market stall holders in any part of the world ever have sales training. However, on a recent trip to Kuwait, I stood in the local thriving market waiting to pay for some vegetables and found myself watching two stall holders trying to sell warm jackets to three English men.
Using very broken English the traders were asking the potential buyers about their experience of visiting Kuwait, had they been before, what did they think of it, did they find the cold weather? The English guys were responding enthusiastically and commenting that they had expected the weather to be warmer, all three were surprised the wind was so cold.
The stall holders seized on this feedback and began to expand on how this sharp wind could get right into your bones and cause a chill, which could lay the guys up for days!
Once the stall holders identified there was a need there, they then set about trying to create a desire to buy. For the price the jackets were ok, not exactly the height of fashion, but you would not expect real Gucci in a Kuwaiti market. But they were wearable and would certainly keep out the cold wind.
With some slight haggling on the price the stall holder sold two jackets to the English guys – leaving the third to take his chances with the wind. Looking at it from a simple sales technique point of view, it was perfect; create rapport, find out about your potential buyer, develop the need and make the sale. These are most likely sales techniques that unknowingly the market trader has developed over the years.
Next time we design a sales training programme for our Kuwaiti clients, we might just get them to come to the market and watch and learn as part of their development.
By Kasmin Cooney | Righttrack’s Managing Director